Have you ever been the victim of “fries theft”? To bring justice to these horrific crimes, McDonald’s has launched a fictional law firm dedicated to fighting french fries theft and giving fans the ability to claim those that have been stolen.
It’s a fun social campaign from Leo Burnett that will see the fast food chain rebrand its UK Twitter account as ‘Fries Claims’ and encourage McDonald’s fans to report breaches.
Louise Page, Head of Communications and Consumer Partnerships at McDonald’s UK & Ireland, said: “Fries Claims is a playful campaign that highlights the little rituals we all have when it comes to McDonald’s. The mischievous act of pinching fry is a universal experience, something we are all connected to… so why not take advantage of this idea and have a little fun with it? »
A series of billboards and press announcements call on McDonald’s fans to get involved. Inspired by stereotypical small claims law firms, these ads use the corporate branding “Fries Claims” alongside a lawyer who asks, “Are you the victim of fries theft?” Justice – and fries – will be served.
Andrew Long and James Millers, Creative Directors at Leo Burnett UK, added: “Millions of McDonald’s fries are stolen every day, whether it’s your mate on the way home from the drive-thru or your dad after opening the door at the McDelivery driver. There’s nothing fans can do about french fries theft…until now.
They continued, “To publicize the launch of the law firm Fries Claims, we did what any law firm would do…publicity to client testimonials. The idea ties into McDonald’s storytelling ambition to present itself in a more innovative and less predictable way.
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